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Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

News

SYDNEY: Australian marketers and their agencies are becoming more aware of diversity issues and many are now actively working to create more culturally relevant work, a senior agency executive has said.

Case Study

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

News

FORT LAUDERDALE, FL: Neuroscience can be an extremely useful tool for television networks seeking to understand the precise preferences of different audience segment, a leading executive from Viacom has argued.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

News

LOS ANGELES: Wells Fargo, the financial services provider, is asking its agencies to pursue "natural collaboration" in order to deliver truly impactful total-market communications.

Article

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

Case Study

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset, via a series of six online realty TV-style videos, featuring a young Emirati.

Case Study

This case study shows how Zing Digital, a Direct to Home (DTH) services provider, successfully launched a campaign that delivered region specific communications across India and took share from larger rivals.

Article

This short article displays data that evidences the view that marketing in 2016 should be frank about demographic changes in the US.

Case Study

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

Case Study

This case study describes how Tim Hortons, Canada's largest coffee shop and QSR chain, engaged with its consumers by creating Canada's first crowd-sourced keyboard.

Article

This case study describes how Xfinity, an American cable TV service, turned its business around and achieved a level of growth not since seen in the company's history by emulating the way bilinguals use English and Spanish in their daily lives.

Article

This event report presents guidance from Heineken, the brewing group, about using shopper marketing to engage multicultural audiences.

Case Study

This case study looks at United Healthcare's 'Ways in' campaign that used hugely relatable, and often hilarious stories to engage US consumers in health insurance.

Case Study

This case study shows how Nickelodeon, the US cable network, launched its 'experimental' kids TV series, Every Witch Way, and took it to 'hit level' among girls 6-11 with a cross-platform content strategy.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Article

This event report outlines the changing demographics among the US population, with a particular focus on the rising importance of Asian Americans.